Aberdeen City and Shire

Why Brand Aberdeen City and Shire?

We have branded Aberdeen City and Shire to achieve increased future prosperity for North East Scotland.

Research showed that Aberdeen City and Shire had a low profile and was not being projected confidently in the minds' of audiences it needs to reach and influence outside the region.

By building a stronger, more consistent reputation and profile Aberdeen City and Shire will compete more strongly against the offers from other cities, regions and countries - be they business, cultural events, tourism or relocation.

The brand has been developed as part of the Aberdeen City and Shire Economic Forum's regional identity initiative. This is a partnership of public and private sector organisations from across Aberdeen and Aberdeenshire.

What is a Brand?

A brand is more than just a logo and strapline.

It is not about a claim we want to make. It is about the spirit we want to come across in everything the region says and does, and in the offer it makes.

This brand is designed to help people and organisations powerfully introduce and use references to the region to support their offers.

Doing this consistently ("singing with one voice"), will increase the effectiveness of the marketing and selling of North East Scotland, and offers from it.

The Main Elements

THE DEVICE

This is a compelling composite of natural characteristics and physical properties to be found in Aberdeen City and Shire.

• the outer shape schematically echoes the region's distinctive 'shoulder'
• the silhouette is a combination of city and shire landmarks expressing the interdependence of country and city, life and work
• the flowing graphic lines evoke a landscape and waves of the sea and suggest connectedness and communication between city and countryside
• the colourscape evokes the colours of the countryside, the quality of light of the region and phenomenon of The Northern Lights
• the typography is bold and confident, expressing the spirit of Natural Pioneers

THE STRAPLINE

a brighter outlook

The strapline also reflects the spirit of the brand, based on Natural Pioneers. It helps people understand the intention of the brand, and the challenge and standards the brand sets for communication about Aberdeen City and Shire.

• it suggests a physical place from which the world is faced and the type of people "I will meet there"
• it is optimistic, forward thinking and outward looking. This encourages a positive and competitive stance - fitting with Natural Pioneers As one part of the Aberdeen City and Shire brand the use of the strapline is not mandatory and should be balanced against the need for other, particular messages.

It might be used as follows:

• Communications and materials for users of the brand (e.g. individual businesses, communication agencies)
• Brand-related business presentations and proposals (e.g. as a concluding sign off for an Inward Investment presentation)
• General Public communications which involves explanation about why the Aberdeen City and Shire is branding itself (e.g. an exhibition stand, the proposed photographic competition)

THE MAIN PHOTOGRAPHIC STYLE

Like the 'device', the style of photography conveys the idea of Natural Pioneers.

It represents the people in Aberdeen City and Shire in context and covers all aspects from business to education to leisure and tourism.

• it puts subjects in the foreground, placing them up front and emphasising the Natural Pioneers idea
• it uses a short depth of field, creating a greater sense of distinction and impact
• real people are used, captured naturally and not 'posed'
• landscape and wildlife photography will be taken in similar style

What Does Our Brand Stand For?

'Natural Pioneers' is a vivid expression of what the brand should convey about what Aberdeen City and Shire is like to visit, live and work in.

Why Pioneers? The region has a history of pioneering (from trading with the Nordic and Baltic regions for centuries to the development of the MRI scanner). It has a "can do" spirit. Pioneering also makes a promise to external audiences of what we can give them and what they can achieve in Aberdeen City and Shire. It reflects the outlook of audiences to which the region has the greatest potential to appeal, from business investors to tourists.

Why natural? A "can do" attitude, being enterprising and adventurous is not a new ambition. It is part of the region's culture and history, inherent in the people of Aberdeen City and Shire. Natural is also important because people take a considered and balanced approach to life and work, they are not extreme and reckless. Finally, of course, Natural also reflects the rich natural heritage, the magnificent buildings, landscapes and resources of the region.

What Have We Created?

What we have created is really a toolkit that can be used by different organisations in different ways.

As we've suggested, a brand is not just a name and a logo. It comes across from the whole spectrum of communications and experiences people have of the region. Because the ways in which different organisations communicate the brand vary enormously, the toolkit of parts can be used flexibly to convey the brand.

In the sum of the parts, consistency is achieved.

What Happens Next?

Creating a brand is just the beginning.

But what it means is that organisations and businesses in Aberdeen City and Shire can face the outside world in a unified and motivating way and make the most of the opportunities that derive from living and working in the region.

The thinking and tools are in place. People and organisations - in fact everyone who has a real interest in fulfilling the very real potential within Aberdeen City and Shire - can now introduce and use these references to the region to support their offers.

Contact the Brand Management Team for further guidance on using the tools, accessing other materials and to find out about other brand activities across the region.

Regional Identity Brand Manager
c/o Aberdeen City Council
Corporate Communications
2nd Floor
St Nicholas House
Broad Street
Aberdeen
AB10 1EZ
Tel: 01224 523197
Email: acsbrand@aberdeencityandshire.com